本研究以2017年全年中國上映的463部電影為研究樣本，探討以下變量對電影票房的影響：人均場次、觀眾口碑的分數、電影預告片的瀏覽量、電影名稱在搜索引擎上的搜索量、導演和演員的得獎狀況、續集、電影的類型和國別。研究中特別的將全年上映的電影分為外國片、合資片和本國片分開討論，並加入藝恩電影數據庫的認知指標、購票指標和口碑指標來驗證電影票房的影響因子。研究結果發現，口碑和營銷對票房的影響重大且顯著；導演和演員的得獎狀況對票房不具備顯著的直接影響力；電影類型在外國片和本國片上影響較為顯著，合資片較為不顯著；認知指數、購票指數和口碑指數跟票房收入關係密切。本研究除了討論自變量和因變量的關係之外，還討論了一線城市和二線城市的票房跟電影自身的特質的關係，結果發現續集電影更容易獲取高票房，電影類型的特徵不明顯。

The study was based on 463 films released in China in the year of 2017 to explore the impact of the following variables on the movie box office: per capita, audience word-of-mouth score, movie trailer browsing, search titles on the website, the winning status of director and actor, sequel, film type and producer country. In the study, the film is divided into foreign films, joint venture films and domestic films. The cognitive index, ticket-buying index and word-of-mouth index are added to verify the influence factors of the box office. The results show that the influence of word-of-mouth and marketing on the box office is significant. The awards of the directors and actors did not have a significant influence on the box office, the film genre has a significant impact on foreign films and domestic films, and the joint venture film is not significant; the cognitive index, the ticket-buying index and the Word-of-mouth index are closely related to the box-office income. In addition to discussing the relationship between the independent variables and the dependent variables, this study also discusses the relationship between the box office and the characteristics of the film in the first-tier and second-tier cities. It turns out that the sequel film is easier to obtain high box office and the feature of the film type is not obvious.

摘要 II
Abstract III
致謝 IV
第一章 導論 1
第二章 文獻探討 4
2.1 電影的產品屬性 4
2.2 票房研究模型 7
2.2.1 影片類型 7
2.2.2 演員和導演 8
2.2.3 續集電影 8
2.2.4 銀幕數量 9
2.2.5 廣告宣傳 9
2.2.6 觀眾評分 10
第三章 實證模型 11
3.1 資料來源 11
3.2 研究模型 17
3.3 實證結果 18
第四章 結論 31
參考文獻 33

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